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Recently, many pro-animal thinkers have expressed critical views on the animal rights movement. In particular, the movement has been criticized for being philosophically uninformed, politically regressive, and practically unpersuasive. This paper investigates these criticisms and seeks to map out the philosophy behind the grassroots animal rights movement, specifically. It concludes that the criticism presented by animal studies scholars is often misplaced due to a lack of understanding of the philosophical notions within the movement, but that the critics are right to argue that the movement needs to place more emphasis on persuasion.